conversion clinic: recession proofing your landing pages

“Conversion Clinic”

Karl Blanks, Ben Jesson, Stephen Pavlovich

What you will get in the next 60 minutes

1.  How to !nd out why most of your visitors aren’t converting.

2.  How to !x it.

…we tripled the revenues of this business, up to $9.1 million

So, what is CRO ?

•  It is NOT Google Website Optimizer—or Taguchi testing •  It is NOT a single tool or technique •  It's a methodology

CRO™ is a series of strategies, activities and hacks that allow you to easily and reliably get signi!cant increases in pro!ts.

So, what is CRO ? 1.  The Rules Of The Game (and how to win at it)

2.  Understanding (and tuning) existing traffic sources

3.  Understanding your visitors (particularly the non-converting ones)

4.  Advanced market intelligence

5.  Spotting the hidden wealth in your business

6.  Creating your experimental strategy

7.  Designing your experimental web pages (your “challengers”)

8.  Carrying out experiments on your website

9.  Transferring your winning campaigns into other media

What do we do?

It’s not about the tools… it’s what you do with them

What do we do?

It’s not about the tools… it’s what you do with them

What do we do?

It’s not about the tools… it’s what you do with them

What do we do?

It’s not about the tools… it’s what you do with them

William Monkeyspeare

O/CO

—a more sophisticated approach

(O/CO=Objection/Counter-Objection)

The O/CO Approach

•  If they don’t trust your company

•  If they don’t believe your product …is better than competitors …is better than nothing …works

•  If they don’t understand what you’re offering

•  If you aren’t making enough offers

•  If they see the decision as being too risky

Determine the objections Then make changes that address these objections Build trust elements

Then… …show advantages over competitors …show bene!ts over “nothing” …show proof it works

Use techniques to improve comprehension

Make more offers

Use risk reduction strategies

Valuable resources…

•  “108 Conversion Tips”

•  “14 Free Conversion Tools”

Get them from conversion-rate-experts.com/articles/